Coastal Lighting: Brand Book

Purpose:

Get: Upscale interior designers, home builders + wealthy homeowners
Who: Are potential customers  for custom lighting solutions
To: Become aware of the possibilities available in Hilton Head + Bluffton, S.C.
By: Rebranding the custom lighting division of a home tech company

The Idea:

Play Home Technology was well known in Hilton Head and Bluffton, S.C., as a provider of home entertainment systems. When Play branched out into high-end custom lighting, the owners realized they wanted to differentiate the business from the parent company. Lux was hired as a brand consultant to name the new company and develop an extensive Brand Book that not only created guidelines for the graphic identity, but also detailed buyer personas and their purchasing motivations.

The owners chose the name Coastal Lighting Studio as it best represented the expectations of the target personas and the company’s emphasis on custom designed lighting. The document has proved invaluable for ongoing positioning and marketing. The new brand identity clearly differentiated Coastal Lighting Solutions from parent company Play.